AlmapBBDO, Johnnie Walker Launch Empowering 'Strong are the Women' Brand Film

Global whiskey brand Johnnie Walker just launched an empowering new campaign that shines the spotlight on women. 

Helmed by Brazilian advertising agency AlmapBBDO, the latest initiative is marked by a spot titled "Forte São Elas" (translating to "Strong are the Women") celebrating the resilience and strength of women that are often questioned or undervalued by society. 

The spot, which stars Alice Braga, references one of Johnnie Walker's most iconic productions "The Man Who Walked Around The World" and sees the actress narrating the sexist remarks that many women around the world face on a daily basis. 

It is a striking message to everyone that despite the challenges and turmoils, women remain strong and continue to walk forward. 

Diageo VP Guilherme Martins shared his thoughts behind the campaign, calling it an opportunity for the brand to celebrate the journey of all women and show that success can be both an individual and collective journey. 

Head of Marketing Andrea Rubim reinforced these sentiments, saying the campaign recognizes the strength and resilience of every woman while challenging outdated stereotypes. 

The latest initiative from the whiskey giant is a great display of its brand identity — while the whiskey and spirits industry has, for generations, catered dominantly to men, Johnnie Walker sets itself apart by championing the strength of women. 

Efforts like this highlight how brands, with the help of reputable ad agencies, can redefine their messaging to challenge industry norms and embrace inclusivity.

Strength in Everyday

The nearly two-minute spot starts off with Braga walking on a grassland, as she describes the role of strength in the everyday lives of women. 

She is then poured a glass of neat whiskey by a bartender.

"You've probably heard someone say that whiskey's too strong for women. But hang on a sec. You want to talk about strength?" she says with conviction. 

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by AlmapBBDO (@almapbbdo)

Braga then enumerates the multiple instances women have displayed strength: being underestimated and still moving forward, facing expectations and stereotypes, and hearing "that's not for you," while going out there and doing their way. 

"Strength is making my own choices, knowing that no matter what I choose, there will always be someone pointing a finger," she adds. 

Braga continues, saying she will choose to keep moving forward, not to prove anything to anyone, but it's because of how she as a woman lives. 

"That's why, when someone tells you whiskey, or anything else, is too strong for a woman, you tell them: strong are the women," she says closing the spot. 

Meanwhile, the recent Still G.I.N. campaign is full of testosterone as Snoop Dogg and Dr. Dre met up with the AI versions of music legends Frank Sinatra and Sammy Davis Jr.